Beyond binge-watching: How Netflix can adapt its digital marketing strategy for long-term success

Title

Beyond binge-watching: How Netflix can adapt its digital marketing strategy for long-term success

Creator

Baranidharan, S.; Kulkarni, Shrinivas

Description

In an increasingly competitive streaming landscape, Netflix faces the imperative to adapt its digital marketing strategy for long- term success beyond binge- watching. Challenges include fragmented audience attention, differentiation amidst competition, optimizing marketing ROI, and evolving consumer behavior. To thrive, Netflix must invest in original content, harness data- driven insights, cultivate strategic partnerships, and adapt to changing consumer preferences. By prioritizing subscriber engagement and retention, balancing acquisition efforts, and leveraging emerging technologies, Netflix can maintain its market leadership position and sustain growth. This case study explores key challenges and strategies for Netflix's digital marketing evolution, providing insights for marketing professionals and industry observers navigating the dynamic streaming landscape. 2025, IGI Global Scientific Publishing. All rights reserved.

Source

Cases on Effective Digital Marketing for Competitive Organizations;pp.43-89

Date

01-01-2025

Publisher

IGI Global

Coverage

Baranidharan S., Christ University, India; Kulkarni S., Christ University, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISBN: 979-836935397-4; 979-836935395-0;

Format

online

Language

English

Type

Book chapter

Identifier

https://doi.org/10.4018/979-8-3693-5395-0.ch002

https://www.scopus.com/pages/publications/85219509491?origin=resultslist